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Preschool licensing special: “Social media is important to create a connection”

Illustrator and graphic design artist Dick Bruna’s iconic Miffy brand continues to go from strength to strength since its launch 66 years ago. This year has seen high profile collaborations, as well as a strong retail focus worldwide. PPS found out more.

Household names such as Converse, LeSportSac, Strathberry and Petit Bateau have been among the licensees working with the evergreen Miffy property in 2021, demonstrating the brand’s infamous status and worldwide reach.

Alongside consumer products, the much-loved bunny also features in her own TV series, musical productions and a movie, and a new musical launched in October, which is planned to tour the Netherlands and possibly further afield for the next three years.

Experiential campaigns are also key for the property, as Mark Teunissen, senior project manager, explains: “Possibly equally exciting was the exponential growth of the ‘Move with Miffy’ programme, which aims to incentivise children from the youngest age possible to move and have fun.”

Retail is also a key focus for Mercis with the Miffy brand and the flagship Miffy store in Westfield attracts over 14 million visitors annually. The firm recently signed a DTR partnership with Riachuelo in Brazil for apparel and opened new Miffy Style stores in Japan, as well as a slate of new hospitality initiatives in China, Japan and Thailand.

To read the full feature, click here.

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